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At MRAA, a new program for dealer recertfication

The Marine Retailers Association of the Americas is about to launch the biggest change in the Marine Industry Certified Dealership Program since its inception in 2005 by unveiling an all-new Continuous Certification Program in response to dealer input.

“Dealers who have become certified have always applauded the genuine value in the initial certification process,” explained MRAA president Matt Gruhn. “But they’ve made it equally clear their primary objection has been staying in the program through the recertification process. Frankly, that process just didn’t provide the value that it could have. So the feedback has compelled us to reinvent that process.”

The result is an all-new approach to maintaining status as a Marine Industry Certified Dealership. In essence, only the most valuable elements of recertification are being merged with new cutting-edge educational content customized exclusively for certified dealers. Successful completion of the new program’s coursework will not only qualify dealers to maintain their dealership certification, but more important, it also will strengthen their operations and performance.

Try the pilot free

All dealers can see for themselves what the new recertification content is like. The MRAA is making the pilot course available at no charge.

“We want everyone to experience the power of this new curriculum and format,” said Gruhn. “The Continuous Certification courses will be based on the tenets of our program — operations, employee engagement and customer service. And the best part might just be that certified dealers will always have full access to the content from the courses unless they opt out of the program. Train your team with it. Revisit it. Train and develop new employees.”

The title of the pilot course isBuyer Motivation: The Key to Building Value.” It is being made available free to any marine industry professional who wants to sample the power of these new courses. I have taken the pilot course — it’s excellent. I urge you to do the same.

The Continuous Certification Program will boast four new purpose-built courses each year — one per quarter. Certified dealers will be able to choose which team members they want to complete each course and be exposed to the latest thinking and tactics driving marine retail success.

In 2018 the following courses are expected: first quarter: “Take Your Dealership From Good to Great with CRM,” by Sam Dantzler; second quarter: “Improve Loyalty with a Customer Experience Mindset,” by Theresa Syer; third quarter: “The Essentials of Accountability,” by John Spence; and fourth quarter: “The Strategic Dealership,” by David Spader.

The pilot includes two final skills-check sections that pose questions about the materials learned. For example: Why does a prospect often get distracted during a features and benefits presentation? (a) An average person can listen at a rate two times the speed a person can talk. (b) Most product presentations don’t address the prospect’s Primary Buyer Motivation. (c) Most salespeople do not use the proper words in their product presentation to keep the prospect’s attention. (d) All of the above.

Another: “Knowing your prospect’s Primary Buyer Motivation is only half of the equation. The other half is ___? (a) Choosing the product to fit their motivation. (b) Knowing the amount they are willing to spend. (c) Using it to build more value.

Home to nearly 100 e-learning courses, including the all-new Continuous Certification Program, is your one-stop location to find education, training and certification opportunities for you and your staff.

Tap into the wisdom of our experts on critical topics such as leadership, sales, marketing, service, operations, and finance and insurance. Ensure your team is retaining what it has learned through testing, discussion groups and assignments. It's a world-class educational opportunity, right from the comfort of your dealership. Get started today.

Preview the 2018 Continuous Certification curriculum. Or you can get details of the all-new Continuous Certification Program.

Lastly, whether you become a certified dealer or not, if you are a retailer you should be an MRAA member. Although certified dealers will have exclusive access to courses and training, every MRAA dealer member has access to nearly 100 e-learning courses. is a one-stop learning location. Tap into it today.



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